Get the Most Out of Your Marketing Dollar By Being a Good Client

I'm come to realize that buyers of marketing services need education in how to be good clients.

Now bear with me. I'm not trying to manipulate or lecture you or ....

This post could just as well have been titled, "how to get the most for your marketing dollar."

There are some rules that summarize what I've learned over the years, working with all types, and seeing what works best - for the client and for us. Here are a few.

1. You know your business. The marketing services provider knows marketing.

Your vendor is never going to know as much about your business as you do. But if he is actually a professional, you are never going to know as much as he does about marketing and the art and craft of what he does.

So you wear your hat and let him wear his. If he says the colors you like don't work, listen to him. That's his turf. On the other hand, if he wants to use an image that you know will go over like a lead balloon with your potential buyers, you'd better tell him - and he'd better listen.

2. You can take comments from others, but don't make decisions by committee.

Everyone's got an opinion. More than two or three, and they'll never agree on anything. And if you try to make everybody happy, or go on majority vote, it'll be either a horrible mess or so bland as to be worthless.


Every minute, every hour, every day you fail to move ahead, is time wasted in which your new website or marketing campaign could be working to bring you new business.

It doesn't need to be perfect. In fact there is no such thing as perfect in marketing, except perfectly useless - which applies to any unlaunched campaign.

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